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Stuart O'Brien

Fake news a ‘growing concern’ amongst consumers

A report by KPMG has found that 46% of under-35s have expressed a growing concern at the rise of fake news.

Over 2,000 adults from across the UK were surveyed on their attitudes and consumption of different media channels, with television coming out tops as the single most trusted source of media (65%).

As far as trust is concerned, social media failed to ignite consumer confidence, with 46% “apprehensive” regarding content published across the platform, and only 13% satisfied with the content in their streams.

Media firms are advised to do more to prioritise trust among their readership within the report.

Talking to The Drum, David Elms, UK head of media at KPMG said: “The speed and volume at which information is shared and consumed today makes the lines between news, entertainment, fact and opinion harder to discern. Reputable sources are displayed side-by-side with opinions and sensationalism and, increasingly, it is algorithms, not journalists, which decide which content we see first, or at all. The currency of the internet is engagement, but engagement doesn’t necessarily reflect accuracy and has eroded trust in news sources.

“There is an opportunity for media companies to differentiate their brand by building and ensuring trust at both a consumer and corporate level. Quality, and trust in that quality, is a value differentiator for many established media companies. The appetite for quality news is strong, but the right balance of quality and a price point that’s attractive to consumers hasn’t yet been found. As such, media businesses need to continue innovating.”

Top 10 tips for email signups

It’s no secret that experts and surveys put email marketing as a ‘must’ for digital marketers looking for effectiveness and return on investment (ROI). 41% of marketers polled rated email as their best performing channel, along with 47% who said that email delivered the most ROI, ahead of social at 19%

 But, how of you get website visitors to subscribe to emails and improve sign up rates over 2%? A survey by global digital analysts Econsultancy provides useful tips and tricks.

 Targeting. Don’t treat all site visitors the same, they aren’t. Detecting them as individuals and personalising the experience will convert more site visitors to sign ups.

 Placement. Think about where the signup will sit on a page. The norm is to run in the footer of each webpage, but this might not be as effective as placing the call to action above the fold. Dynamic methods are more common in the US and also ensure visibility, viewed as a popup or overlay, but can have a negative impact on the user experience.

 Visibility. There are two aspects to making your call to action more noticeable, the look (size, shape, text size, colour and boldness) and the prominence.

 Anything that requires an action, moves or gets into a persons face is likely to get their attention, but this could be for good or bad… Research by Privy found that a banner that starts ‘hidden’ and rolls out on activation had the best conversion rates (2.2%) over email bar (1.34%) and popup (1.31%).

 Timing. Audience targeting and the time the user has spent on a site are the two main types of timing important to email call to actions. The checkout is a retailers’ favourite time to capture sign ups, while a display of a cal to action cold be triggered by time, scrolling or a mouse movement. Further research by Privy found that visitors were 25 times more likely to subscribe when they triggered the signup form themselves by clicking a tab, than if it was automatically triggered by time, scrolling or exit.

 Proposition. You’re more likely to get signups if the individual is persuaded in doing so because there’s a special offer, or something in it for them. Conversion rate by campaign content type found that entering into a prize draw had a conversion of 15%, as opposed to standard sign up 1%.

 Copy. Sell your email like it’s a product! Convince the individual that by signing up they’re going to be rewarded.

 Ease. Keep signups simple! The longer the form, the less likely the signup. Only ask for information you actually need, such as first name and email address. Privy research found that every field added reduces the sign ups by 25%

 Legitimacy. There are three basic elements that must be followed; sending emails to people who did not sign up is bad for brand reputation and can incur legal repercussions, the customer should always feel in control of the relationship and a successful email list is quality of subscribers.

 Clarity. Setting clear expectations of the kind of frequency of emails new subscribers will receive will help reduce opt-outs in the near future.

 Testing. Test different models, by doing so you’ll have a clear understanding of what works and which work better, such as placements, copy, campaigns, etc. A/B testing of alternative webpages can determine effectiveness of various methods. Measure and track results using web analytics and behavioural tools such as heatmaps.

www.econsultancy.com

SMS-Smartphone

Sharp rise in SMS-based mobile marketing predicted for UK

Textlocal is predicting a sharp rise in mobile marketing as Britain boasts nearly 80m active mobile phones in circulation for the first time, with only 50% of businesses surveyed currently using SMS as part of their marketing strategies.

The white paper illustrates how 37.2 million consumers have opted to use SMS and mobile communications as their preferred choice for receiving notifications from businesses.

This number is predicted to rise to 48.7 million in 2020, making SMS the fastest growing marketing channel in the UK.

The growth in smartphone usage and technological advancements have radically transformed the way British consumers behave and how businesses engage with them.

Ofcom estimates that a staggering 93% of the UK’s population now own a mobile phone, with the majority keeping them to hand for more than 16 hours a day.

The growing influence of the medium is also highlighted by the fact that 98% of branded or business-related texts are opened by mobile users, with 90% read within 3 minutes of receiving them. The report goes on to highlight that 23.5m people will respond to a business text message in 2017 and that 7bn texts will be sent this year alone.

Jason Palgrave-Jones, Managing Director of Textlocal, said: “Britain is fast becoming a ‘mobile first’ society as mobile phones are often the first and last thing people engage with each day. By their very nature, mobile phones are to hand and provide an unrivalled platform for brands to communicate directly with their audiences. These are exciting times for those involved in the mobile industry as the benefits to businesses and consumers are realised.”

SMS communication is already a leading tool for businesses looking to engage directly with customers, whether it’s to share delivery updates, appointment confirmations or marketing promotions. These messages and other applications are expected to grow rapidly in the coming months.

Rachel Aldighieri, Managing Director of the Direct Marketing Association, added: “It’s clear that mobile marketing and SMS is set to rise as UK consumers remain intrinsically linked with their phones. The medium is already widely used for sending marketing messages, however as technologies grow we expect to see an exponential rise in its use amongst businesses and consumers.”

To help manage the growth in mobile and SMS marketing, new General Data Protection Regulations (GDPR) are set to come into force in May 2018. This will ensure businesses looking to engage in SMS marketing are compliant and have appropriate platforms and permissions in place when doing so.

A full version of the report can be found by contacting Scarlett@thesourcepartnership.com.

Print & Digital Innovations Summit

Meet and connect at the Print & Digital Innovations Summit

Sixty-nine per cent of registered delegates at the Print & Digital Innovations Summit are looking to switch their digital print partner, representing a unique opportunity for you to secure new clients for your business.

Taking place on November 23rd 2017 at the Intercontinental London – The O2, the event offers bespoke appointment schedules with only pre-qualified buyers looking for your particular products and services.

Other services in high demand include Banner & Poster Creation/Printing (57% of delegates), Brochure Printing (57%), 3D Printing (52%) Print on Demand (48%) and Large Format Digital Printing (47%).

Our buyers are from some of the UK’s largest businesses, with a combined budget of £124 million.

For a full list of attending buyers and their needs, and secure your presence, contact Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

UEFA Champions League to be broadcast on Facebook

A new partnership with Fox Sports will see the UEFA Champions League matches streamed live across Facebook, with over a dozen Champions League fixtures aired in the US through the Fox Sports Facebook page from September.

Fox will live-stream two live matches per day in the group stage, four rounds of 16 matches and four quarter-final matches.

“This collaboration unlocks new distribution for Fox, giving the network a national platform for matches that won’t always be televised,” said Dan Reed, head of global Sports Partnerships at Facebook. And with different matches broadcast in English and Spanish on Facebook, our community of fans will have plenty of action to cheer on and chat about once the group stage kicks off in September.”

The deal will add to Facebook’s growing list of sporting events being streamed live across the platform, with recent deals including Major League Baseball, the US’s Major League Soccer and Univision for Liga MX matches.

ABS snaps up Sapphire Business Systems

ABS UK, based in Elland, Yorkshire, has bought Sapphire Business Systems, which provides technology solutions including digital copier and printer services.

The acquisition will open up new business leads in both North Wales and the North West for the £4.5 million turnover business, as well as doubling the client base. ABS UK currently employs 32 staff.

Speaking about the acquisition, Brett Abson, sales director, ABS UK, said: “Acquiring Sapphire Business Systems has allowed us to further extend our geographica; reach without additional recruitment.

“Several of our existing service clients have operations in Wales and/or the North West and therefore this merger will allow us to provide them with even better support while accessing a predominantly technologically-demanding commercial client base.”

Abson added: “The acquisition also strengthens the business moving forward, adding around £10,000 per month in service revenue alone as part of an overall £350k to £400k per annum increase in turnover.”

David Lees, ABS UK marketing director, concluded: “As a well-established firm, growth in the short and medium terms is at the heart of our plans.

“Acquiring Sapphire was the first of three planned purchases and fits our ambition to work with a client base exactly double its current size. So long as we continue to lead the market by providing the very best customer support, our commercial partners, the ABS Charitable Foundation and the ABS team itself will thrive and prosper. That is our long-term aim.”

ABS UK was established in 1989 in Brighouse before moving to Bradford. The company relocated to new premises in Elland in May 2015.

www.abs-print.co.uk

ACE comes together to tackle online piracy

The Alliance for Creativity and Entertainment (ACE) has outlined an initiative to try and tackle online piracy.

Members of ACE include Sony Pictures Entertainment, Twentieth Century Fox, Amazon, MGM, SKY and BBC Worldwide.

The creative sector in the US alone contributes over $1 trillion to the economy, and shows no sign of slowing down anytime soon, with consumers now able to pick from over 480 online services.

However, online content means piracy is rampant, with an estimated 5.4 billion illegal downloads of films and TV shows in 2016.

Piracy not only prevents profits from reaching the creators, but can also leave malware on machines used by downloaders.

The new initiative by ACE will see them work with law enforcement agencies while conducting research, file civil litigation and work with national content organisations.

Martin Freeman, general counsel at BBC Worldwide said: “The ACE initiative is hugely important at a time when content consumption habits are rapidly shifting and methods of piracy are becoming more and more sophisticated.”

Walt Disney Company senior executive vice president, general counsel and secretary, Alan Braverman, said: “ACE will help protect the viability of the creative community and ensure audiences continue to enjoy the high-quality content they have come to expect. It enhances our collective efforts to fight online piracy by disrupting the criminal enterprises that profit from the theft of copyrighted content, while promoting the legal market for that content, and ultimately gives consumers greater confidence that their viewing choices are not supporting unlawful activities.”

www.alliance4creativity.com

Print & Digital Innovations Summit

Meet leading print & marketing solution providers in London this November

As a senior print and marketing professional, you are invited to attend the Print & Digital Innovations Summit, which is taking place on November 23rd 2017 at the Intercontinental London – The O2.

The event is a unique opportunity for you to meet with print solution providers who will help you grow your business and trim your budgets.

You’ll be matched for a series of face-to-face meetings only with companies who fit your requirements, so absolutely no time is wasted.

Among the suppliers attending the Print & Digital Innovations Summit are:

Belmont Press (Print Solutions)
Brightsource (Marketing Services)
Latcham Direct (Digital Print & Direct Mail)
Mosaic (Print Management Services)
PSL (Print Management Services)
Three Five Four (Design & Print Services)

For further information on this year’s Summit, Kerry Naumburger on 01992 374099 or email k.naumburger@forumevents.co.uk.

Cooksongold and BMC partner to drive precious metals 3D printing

Italian jewellery manufacturer BMC has teamed up with the UK’s biggest jewellery-making supplier Cooksongold to offer a 3D precious metal printing service.

Leading the way in Italy’s 3D printed precious metal sector, BMC’s adoption of the ‘Precious M 080’ will enhance its Specialised Services and Products operation, by offering a complete 3D precious metal service.

The Precious M 080 system – the first Direct Precious Metal 3D Printing system designed exclusively for the jewellery, watch and precious metals industries – is jointly optimised by Cooksongold and EOS (Electro Optical Systems). The system expands upon the technology created by EOS to provide jewellery makers with the power and freedom to create complex jewellery in a matter of hours.

“We are always looking to incorporate the latest technology and production possibilities; Direct Precious Metal 3D printing with the M 080 system provides us with another tool and production method which will ensure we can continue to push the boundaries of jewel and watch creation,” commented Carlo Massavelli, CEO and chairman at BMC.

Cooksongold MD Martin Bach, added: “We are delighted to be working with BMC for the development of precious metal 3D printing to fully exploit its capabilities and production application in the high end jewellery supply chain.”

www.cooksongold-emanufacturing.com

SNP-Social

SNP won the marketing election

Email service provider Mailjet has analysed the recent general election campaign and found that if results were based on direct marketing performance alone, the Scottish National Party (SNP) would walk away with a clear victory, ahead of Labour in second place and the Conservatives in third place.

Communications sent out by the major political parties were analysed over a four-week period by marketing experts at Mailjet, who then scored emails on seven separate performance indicators including design, personalisation, cross-channel marketing, automation and creativity of content.

With a total of 29 points up for grabs, the research shows all parties are failing to make use of email communications as effectively as they could to reach voters. In fact, the Conservative Party only sent two emails throughout the four week test period, achieving just 10.5 points, compared to the other parties sending seven on average.

Analysis showed that camping leaders failed to make use of personalisation techniques, with the only details required to sign-up for each party’s emails being name, email address and postcode.

All parties bar Conservatives address emails by individual name, with the Conservatives sending emails as a collective group.

Josie Scotchmer, UK marketing manager at Mailjet, commented:  “The generic mass messages being shared by parties in this snap election show no evidence of audience segmentation to increase the relevance of emails to their recipients. The only use of personalisation was using the first name to address readers; parties fail to take advantage of huge opportunities to resonate with voters based on their location and demographic data.”

When it comes to subject lines the Green Party took the lead, with 2.67 points out of 5, with Labour just ahead of the Conservative party with 2.55 points against the Tories’ 2.5 points.

The experts look at the optimum length, word inclusion, whether subject lines are personal and include a call to action, and whether they’re creative. For example, the Green Party shared an email titled ‘OK I admit it. I’m lonely’ where Caroline Lucas calls on the party’s supporters to elect another MP alongside her.

The Labour party’s email subject lines also include snappy statements such as ‘Dodged questions’, ‘Last chance’ and ‘We will be outspent’ to drive open rates and action from the recipient.

In contrast, the SNP won the majority of their points on core content and call to action, scoring 3.0 out of 5 and 3.27 out of 5 respectively. The party’s emails include video content as well as strong calls to action, asking its subscriber base to volunteer and donate highlighted with the design of buttons. Labour also scored well here, sharing their manifesto amidst the news it had been leaked, and offering branded Labour campaign bags for the supporters quickest to donate.

Two other areas of email marketing the political parties are not utilising at the moment are automation and cross-channel marketing inclusion. For example, social media buttons, redirecting to app or website content were only used by the Scottish National Party and Green Party. The Green Party are also the only candidates showing signs of using automation techniques, but even this was minimal.

Scotchmer concluded: “In failing to adopt automation throughout their election campaigns, these political parties have missed a huge trick. Automation can greatly affect relationships with supporters as they now expect engagement from organisations that is tailored to their interests and delivered in real-time. In addition, it’s not expensive to deliver campaigns in this way; the market for this technology is now competitive and it’s increasingly possible to invest in automation at every level.”

www.mailjet.com